Nexxus

The Next Era in Color Care.

The Challenge

One of the biggest frustrations women face with hair care is color fading. Women are aware of the problem, but don’t necessarily know why color fades or how to extend their hair color. To help protect the investment women make with color, Nexxus developed a revolutionary pre-wash primer. We were tasked with creating awareness around the new primer and the full Color Assure line, which keeps hair color vibrant up to 2x longer.

Our Approach

Red hair fades faster than any other color. To help demonstrate the effectiveness of Color Assure, we teamed up with actress and model Molly Sims. An iconic blonde, we created buzz by capturing her color transformation from blonde to vibrant red. This created massive amounts of conversation around the drastic color change and raised awareness around Color Assure’s ability to combat color fading. By partnering with Molly Sims, Nexxus Global Creative Director, Kevin Mancuso, and Nexxus Colorist, Aura Friedman, we educated and inspired longer lasting hair color through social content, videos, targeted outreach and samples, and an engaging social contest.

Aggregating Vibrant Color

To create awareness, we tapped into the massive growing trend of selfies. We encouraged women to share selfies of their hair color looking vibrant on Instagram, Twitter, or Facebook with the hashtag #PrimeColor for a daily chance to win a beauty package of Color Assure and Nexxus styling tools. The contest was very successful with thousands of women sharing their photos, garnering over 1.1 million impressions.

#PrimeColor

Behind The Scenes

Capturing The Transformation

We staged and captured Molly Sim’s stunning hair color transformation from blonde to red and gave the press exclusive access to the process. As a result, media attention spiked around the transformation, while engaging video and photo content was published across digital and social channels. Molly’s candid reaction is captured, as well as Kevin Mancuso’s informative education on why hair color fades and how to protect hair color in your daily life as well as with Color Assure. We continue to support the video education with targeted outreach and sampling on Twitter.

The Results

​The campaign was a success, exceeding social engagement benchmarks and successfully building brand awareness, sentiment, and purchase consideration for Color Assure.